01/01/2025
For New Years, I’m going to redouble my efforts to prevent my clients from using the phrase, “best in class.”
I’m sorry, but it sounds mindless—at least, in the context of finance or any other executive context. For starters, it’s vague (“What class? Wait, is this a dog show?”). It’s also trendy and overused in a way that conveys the opposite of gravitas and judgment.
If your primary goal is (for example) to persuade investors to trust you with millions of dollars, you need to be present, smart, thoughtful, and above all, sensible. Jargon-y words and phrases make you seem trivial, robotic, and inexact, destroying the perception that you’re communicating authentically. Don’t reward your audience’s time and attention with vapid, robotic presentation habits.
Next time you’re tempted to say, “best in class,” trying saying, "first-rate," "premier," or even the lazier (but more authentic) choices, “great” or “amazing.” Better yet, explain why the thing you’re talking about is so superior.
Example: “We’re really excited to roll out our new AI blah blah blah software. It’s 4 times faster than the old software, and 6 times faster than the next 3 competitors. It will save you all 31 minutes of reading time every week.”
I know “best in class” competes with dozens of other vapid, jargon-y phrases like “going forward" (or worse, “on a going-forward basis”), "seamless," “risk-adjusted returns,” “convexity,” “down/side protected,” and many others. But my second NY’s resolution is to be tolerant and accepting—and focus my opprobrium on one verbal transgression at a time.